DECATUR, Ill.--ADM Nutraceutical, a division of Archer Daniels Midland Co., has
partnered with Carlsbad, Calif.-based B&D Nutritional Ingredients to expand its
presence on the West Coast. The new agreement will allow ADM to improve its service to
West Coast customers. B&D will represent ADM's products, which include natural source
vitamin E, Novasoy isoflavones, mixed tocopherols and phytosterols.
In other news, ADM is launching an extensive advertising campaign for its Novasoy Soy
Isoflavone product. The campaign, split into two parts, will make approximately 138
million impressions through a print campaign and more than 652 million impressions through
radio and television advertising. The advertising encourages consumers to "look for
the Novasoy leaf" on supplement labels.
ADM will focus on two market segments: the "transition" consumer, a
peri-menopausal woman aged 45 to 55; and the "structure and support" consumer, a
post-menopausal woman aged 55 and over. Ads will be printed in consumer and trade
magazines and television advertising will include spots on A&E Biography, CNN
Moneyline and Meet the Press. The company has also created a website, www.novasoy.com, that is consumer-friendly and currently
receives approximately 35,000 hits per month.
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